This study examines the effects of environmental attitudes and environmental knowledge on sustainable consumption among attendees of tourism events in Ciudad Obregón, Mexico. A structured questionnaire was administered to 294 university students, and the data were analyzed using covariance-based structural equation modeling (CB-SEM). The results indicate that environmental attitudes have a positive and statistically significant effect on sustainable consumption, whereas environmental knowledge was found to be non-significant in influencing sustainable consumption practices. These findings suggest that individuals’ personal and emotional disposition toward environmental protection constitutes a more effective driver for promoting sustainable behaviors in the context of tourism events
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